Younger consumers in the UK continue to drive the digital conversation, but older age groups did some catching up during the pandemic. And these older consumers are attractive to marketers and brands by dint of their disposable income.
The pandemic brought older and younger generations closer together in terms of their “digitalness.” However, there are still some sizable gaps in digital behavior. Understanding the differences in these behaviors can help marketers better execute their digital campaigns.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
How digital is each generation in the UK?
How do different attitudes across cohorts affect digital behaviors?
How does this inform the ways brands should go about reaching their target markets?
WHAT’S IN THIS REPORT? An exploration of shopping habits, media consumption, and social media use across generations, as well as recommendations for marketers looking to target specific cohorts.
KEY STAT: The pandemic supercharged a lot of digital behaviors. It also increased Gen Z’s propensity to shift brands, with 6 in 10 respondents in this group reporting a change in brand loyalty. Baby boomers, on the other hand, remained loyal to their preferred brands, with only 2 in 10 changing allegiances since the pandemic began.
Here’s what’s in the full report
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Table of Contents
Executive Summary
Key Points
Understanding the Generational Makeup of the UK
The Biggest Disruptive Trends Across Generations
Acting on the Opportunity: How Best to Reach Your Intended Audiences
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Ways in Which Sustainability Affects Current Purchasing Behavior/Choices According to Adults Worldwide, by Generation, July 2021 (% of respondents in each group)
Internet Users Worldwide Who Are More Likely to Purchase Products/Services From Brands that Are Leaders in Addressing Important Societal Issues, by Generation, June 2021 (% of respondents in each group)
UK Teen/Adult Holiday Shoppers Who Are Most Likely to Shop In-Store vs. Digitally During Black Friday/Cyber Monday Weekend, by Age, Aug 2021 (% of respondents in each group)
Consumers in Australia, the UK, and the US Who Are More Likely to Purchase a Product from an Online Store if the Website Featured UGC* or It Is Easy to Click-to-Buy Via an Inspirational Image, by Generation, June 2021 (% of respondents in each group)
Ways in Which Sustainability Affects Current Purchasing Behavior/Choices According to Adults Worldwide, by Generation, July 2021 (% of respondents in each group)
Internet Users Worldwide Who Are More Likely to Purchase Products/Services From Brands that Are Leaders in Addressing Important Societal Issues, by Generation, June 2021 (% of respondents in each group)
UK Teen/Adult Holiday Shoppers Who Are Most Likely to Shop In-Store vs. Digitally During Black Friday/Cyber Monday Weekend, by Age, Aug 2021 (% of respondents in each group)
Consumers in Australia, the UK, and the US Who Are More Likely to Purchase a Product from an Online Store if the Website Featured UGC* or It Is Easy to Click-to-Buy Via an Inspirational Image, by Generation, June 2021 (% of respondents in each group)